The Influence of 4Ps of Marketing Strategies on the Sales Performance of Round Potato Produce in Njombe Region in Tanzania: The Moderating Role of Farmers’ Marketing Skills.

Kevela, Yono Stanley (2025) The Influence of 4Ps of Marketing Strategies on the Sales Performance of Round Potato Produce in Njombe Region in Tanzania: The Moderating Role of Farmers’ Marketing Skills. Doctoral thesis, The Open University of Tanzania.

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Abstract

The study examined the influence of the 4Ps (product, pricing, promotion, place) of marketing strategies on the sales performance of round potato produce under the moderating role of farmers’ marketing skills in the Njombe region. The study used Resource-based view (RBV) theory to highlights the need of utilizing internal resources in performance improvement. A multi-stage sampling method was used to purposively select the areas with the highest round potato yields while a simple random sampling provided a sample size of 260 respondents. Data were collected through questionnaires, interviews, and observations, and then analysed using content analysis, descriptive statistics, multiple regression and hierarchical regression analysis. The study uncovered that farmer encounter difficulties in establishing prices that respond to market needs, this was due to fluctuating market demands for the round potato produce. Multiple regression analysis and hierarchical regression results indicated that promotion and pricing significantly influenced the sales performance of round potatoes, while place and product were positive but not significant. The study concluded that only promotion and pricing marketing strategies were effective enough to improve farmers’ skills and promoted the round potato sales performance. The study recommends that the policymakers should establish policies that help farmers to sell round potato at an appropriate price. Moreover, for ensuring reliable round potato distribution, the government should strengthen the transportation infrastructures. Keywords: 4Ps of marketing strategies, round potato sales performance, marketing skills.

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